"Conventional wisdom in B2B sales says channels should line up with the buying stage. Digital channels (such as websites) build awareness and educate potential customers at scale. Virtual channels (such as Zoom meetings) provide an efficient way to convene with far-flung stakeholders. In-person communication should be reserved for complex solution design and high-stakes negotiations. Companies encourage customers to blend their use of digital dashboards, regular virtual discussions,"
"and occasional in-person check-ins in ways that are efficient and effective to achieve the overall goal of sustaining relationships. is a leader of the artificial intelligence practice at ZS, a global professional-services firm, and teaches sales executives at Northwestern's Kellogg School of Management. He is a coauthor of the Arun Shastri HBR Sales Management Handbook."
Channels should be aligned to the buyer’s stage to maximize impact and efficiency. Digital channels such as websites serve to build awareness and educate large numbers of potential customers at scale. Virtual channels such as Zoom enable efficient convening of dispersed stakeholders and ongoing coordination. In-person communication is most valuable for complex solution design and high-stakes negotiations that require deep engagement. Blending digital dashboards, regular virtual discussions, and occasional face-to-face check-ins creates tailored rhythms that balance scale, cost, and the sustainment of long-term customer relationships.
Read at Harvard Business Review
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